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Craft a perception for On that resonates with millenials.
THE CHALLENGE
A brand collab between On & George Clooney aimed at millennials. Despite George Clooney’s classy persona, he’s also a keen ball player with an infamous trash talking ability on the court. Meanwhile, On takes pride in its revolutionary CloudTec technology, providing comfort for soft landings.
AN UNEXPECTED BRAND COLLAB
GEORGE CLOUDY
A cloud-like sensation for the classic ballers. The creative direction utilises a sentimental vibe using clouds and polaroids. Other unique features include a shoe box in the style of a briefcase and an interactive campaign inviting people to submit their polaroids for a chance to win a pair.
CREATIVE DIRECTION
An unexpected brand collab with a nostalgic synergy.
GEORGE CLOUDY
THE CHALLENGE
Craft a perception for On that resonates with millennials.
THE INSIGHTS
George Clooney is an active baller despite his classy persona. Meanwhile, On use CloudTec technology to provide a softer experience for sport activity.
CREATIVE PROPOSITION
A cloud-like sensation for classic ballers.
CREATIVE DIRECTION
The creative direction for the collab utilises nostalgia, employing Polaroids to connect with millennials while using clouds to exaggerate the soft feeling of wearing On's shoes.
THE SHOE
The sneaker release takes inspiration from Clooney's classy perception. From the suit-like stitching and color choices to the briefcase-inspired shoe box, the George Cloudy injects a bit of Clooney into On while remaining on brand.
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